Shipping Test
Hide & Rename Shipping Methods
Test which shipping options shown at checkout lead to the highest completion rate — without changing your actual carrier rates. Hide expensive options, rename confusing ones, and measure the impact.
+1–4%
Checkout CVR Lift
Reduced
Choice Anxiety
12 min
Setup Time
How to set it up
Audit your current shipping options
List every shipping method shown in checkout. Identify any that cause confusion (e.g. overlapping names) or friction (e.g. a very expensive express option).
Design your variant rules
Control = all shipping options shown. Variant B = hide the most expensive option. Variant C = rename 'Standard' to 'Free Standard Delivery'.
Create a Shipping Test
In Shipping Tests, add per-variant operations: hide (by title keyword) and rename. The delivery customization function handles this at checkout.
Launch and monitor checkout completion
Track checkout_completed rate per variant. Hiding a confusing option can meaningfully increase completion without changing actual costs.
Iterate on the winner
Once you find the best combination, run a follow-up test refining the method names or adding a 'Most Popular' badge.
Pro tips
- Fewer shipping options = less decision paralysis. Two options often outperforms five.
- Rename carrier-branded methods (FedEx 2-Day) to customer-centric names (Arrives by Thursday).
- A/B test 'Free Shipping' vs '$0 Shipping' — different framing, measurably different perception.
- Check mobile vs. desktop separately — shipping method choice behavior differs significantly.
Ready to get started?
Takes about 4 min